The largest corporate network in Italy, with over 18,000 branches open to the public and 170,000 employees, spreading across the entire national territory.
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In 1999 it still had an identity too closely linked to the processing of mail; in a moment of great transformation, the Italian postal system needed to forcefully enter the business of financial services (Banco Posta) and other services for the general public.
We have designed an innovative brand identity system, focusing on a brand that centers on the concept of “first Italy, then the Postal Service.” The brand contains images of Italian landscapes; it is multiple (six interchangeable versions) and dynamic
(it can change its storytelling over time, by changing the photographs).
We thus developed a complete system of corporate identity, rotating around the colors yellow and blue, which could then be applied in time to the group’s affiliates, the corporate training center, the divisions, products and signage in the offices and public branches, as well as to the vehicles, shipping boxes and the uniforms of mail carriers.
Poste Italiane finally has a name that is recognized and shared by all. The graphic system that conveys it is firmly settled in the urban landscape, using the same “tone of voice” for the branches open to the public, the communication materials and the vehicles moving around the city. The personnel have gained new pride and a sense of belonging.
Our project for Poste Italiane was awarded with the Compasso d’Oro ADI Selection, 2001
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